Browsing by Author "Fouche, Jean-Paul"

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    Open Access
    A consumer neuroscientific method for assessing usability: eye-tracking visual fatigue in visually complex M-commerce applications
    (2025) Johnson, Alexandra; Pillay, Pragasen; Drummond, Mark; Vahed, Ashraf; Fouche, Jean-Paul
    Purpose: Mobile commerce (m-commerce) applications (apps) need to be studied in terms of their visual element richness, usability and how these impact the visual fatigue that is felt by users and their overall system usage. The purpose of this paper is to present and discuss a conceptual model that seeks to establish a method for measuring visual fatigue using eye-tracking and examine its relationship with usability across varying levels of visual complexity in m-commerce apps. It aims to develop and extend existing research on the design of m-commerce apps in terms of the amount of visual elements to needed to satisfy users while mitigating the effect of visual fatigue and usability issues. Study Design/Methodology/Approach: The study utilised a mixed-methods approach to gather data through utilising consumer neuroscience techniques, specifically eye tracking technology to develop an understanding between usability, visual fatigue and visual complexity when the users engage and experience a m-commerce app. This research explored 96 consumer reactions and responses to different visually complex m-commerce apps. Mixed methods is needed to compliment both qualitative and quantitative results and gather a deeper understanding of the complex data. Findings: A model measuring visual fatigue through eye-tracking technology is established to better understand the impact on users within the 18-35 South African cohort when exposed to different visually complex applications. Relationships between the dimensions of visual fatigue, usability, visual complexity, phone usage and context of use are explored through hypothesis testing. Research limitations/ implications: The first contribution of this study is the addition of research on how users from South Africa experience m-commerce applications. The second contribution stems from the model established to measure visual fatigue through eye-tracking techniques to better understand users and how they navigate and experience an application. Third we established the impact of visually complex, visually simple and visually moderate designs on users satisfaction and wellbeing. Finally the study revealed important elements to users of a m-commerce application through the mixed-methods approach. Originality/Value: The findings of this study have numerous implications for both marketing managers, app developers and user experience experts. The findings supply valuable insight into how multiple visual elements impact a user's experience and satisfaction when navigating a m-commerce application. The study found that a more visually complex system did not hinder a user's experience but instead encouraged positive feedback from users.
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    Open Access
    Understanding the effects of sustainable milk packaging on consumer attention by incorporating eye tracking technology
    (2025) Wahl, Kathryn; Pillay, Pragasen; Fouche, Jean-Paul; Vahed, Ashraf
    incorporating eye tracking technology Consumers encounter an abundance of visual stimuli during their shopping journey including but not limited to the tangible attributes of a product or its packaging, which collectively contributes to the overall product presentation. These elements encompass graphical components, colours, textual features, the packaging size and material. As such, the consumers' allocation of attention towards these various elements is an interesting topic to explore. This study aimed to develop of more profound insight of packaging design by examining the effects of distinct visual cues such as colour, icons and the textual elements that communicate sustainability on plant-based milk product packaging from the South African Oat Milk brand OKJA. The study aimed to see how these cues influence the consumer's visual attention, which is primarily unconscious. The responses of visual attention were measured using eye tracking technology which enables more accurate data measurements of the consumers' attention compared to the traditional methods which rely on subjective self-reporting analyses. To address the research questions and objectives, this study utilised an exploratory research approach. The research method involved four quantitative tasks, followed by the qualitative component of the study which consisted of an interview. The target set of individuals was the young adult South Africans aged between 18 and 27 years old residing in Cape Town, South Africa. A total sample of 90 respondents was acquired through convenience sampling and the University of Cape Town database. For this paper, the data that was analysed was the eye tracking metrics that were generated through Tobii Pro Labs. Tobii Pro Labs measure metrics such as Time To First Fixation (TTFF), Average Fixation Duration and Total Fixation Duration (TFD), which were analysed utilising inferential statistic techniques. Mean tests such as the Analysis Of Variance (ANOVA) and t-tests were conducted to test the hypotheses. In addition, the tests for normality and equality of variance were conducted. The results of this study have revealed valuable research insights into how various sustainable visual cues on product packaging influence visual attention. Additionally, this research sheds light to the consumers' perception of sustainability across various product packages. By utilising a local milk product package OKJA, this study addressed important gaps in research in the market landscape in South African. Consequently, the evidence suggests that the consumers' distribution of visual attention does impact their perception of sustainability on product packages to an extent.